Using Social Marketing Strategies to Reform Social Policy: A Lesson from British History

ABSTRACT

This article presents a general framework for the social marketing process. An example from British history is used to demonstrate an effective model for gaining public and government support for a social marketing initiative. The historical analysis illustrates a key issue: public interpretation of the importance of the social marketing cause is dependent upon its core values and that its values may differ from the group advocating social action. The advocacy group's effectiveness in obtaining support for its cause will hinge upon its ability to strike a resonant chord with the social values of society and its cause.     

North Carolina's Social Marketing Matrix Team: Using Social Marketing Concepts to Institutionalize Social Marketing Capacity in a State Health Department

SUMMARY

The North Carolina Division of Public Health has employed traditional marketing concepts to increase the capacity of its programs to use the social marketing process. A Robert Wood Johnson Foundation Turning Point grant enabled this capacity building. During a three-year period there has been over a two-hundred-percent increase in programs attempting to use social marketing in the division. This article describes the division's application of social marketing concepts, reviews other theories useful to the incorporation of a social marketing approach in a social-change organization, makes suggestions for their application, and presents lessons learned.     

Social Media Marketing Management: A Conceptual Framework

Managers today face many challenges when using social media in their marketing strategies. Drawing from social media literature, this study introduces a new framework to assist managers in developing and using social media as a marketing tool. This framework has four dimensions related to the actions managers perform when implementing and engaging with social media: messaging/projecting, monitoring, assessing, and responding. Each dimension of the framework may be applied differently based on the firm’s strategic direction or focus. The framework provides an opportunity for a firm to examine the entire scope of social media marketing from a broad strategic perspective as well as a more tactical perspective. Propositions formulated by the authors suggest how organizations with different strategic characteristics may manage social media differently. The study provides an understanding for managers of the variety of issues related to the specific aspects of maintaining a firm’s online presence based on a firm’s scope, culture, structure, and governance.     

The Impact of Social Marketing on Social Engineering in Economic Restructuring

SUMMARY

Social Marketing is a rapidly growing marketing sub-discipline based on the premise that bringing successful commercial marketing technologies to bear on problems of individual and social welfare can generate positive outcomes. This paper gives an overview of recent developments in Social Marketing in a global context and discusses the relationship of these developments to those in commercial, not-for-profit or third sector and public sector marketing, and public relations. The paper then relates the global context back to developments in Australasian and Asian nations, with particular reference to social engineering during economic restructuring.     

政策营销:经验与教训——以治理白色污染为例

面对日趋势严重的“白色污染”问题,要从政策营销的角度出发,通过研究各国治理“白色污染”的成功和失败案例,在加大宣传的基础上,辅以经济手段的政策法规,加上民间组织的配合,以及研发生产有成本优势的替代品是最终解决“白色污染”之道。     

The Internet in Social Marketing Research

SUMMARY

Social marketing campaigns are usually aimed at problems that exact a large toll in the community. Any campaign must be properly researched during the development process and afterward, to assess its impact. The target market for social marketing campaigns often includes younger members of the community. The research methodology used when developing or assessing these campaigns must therefore be appropriate to adolescents.

This article discusses the application of Internet technology to research among adolescents using experience gained while testing potential anti-smoking messages among a sample of UK school students to illustrate the issues.

Internet-based research has the potential to generate data that is comparable to that generated by conventional research methods and with improved efficiency in terms of timescale, cost, quality, and quantity of responses.     

运用公共市场学提高公共组织的社会效益

所有公共组织都面临提高效益的艰巨挑战 ,尽管市场学在工商领域的运用多年来效果显著 ,但是市场学最重要的意义还在于它在公共组织中的实践活动。公共市场学在公共组织的运用已经在发达国家得到了成功。运用公共市场原理和手段 ,为改善公共组织 ,机构和公共团体的经济效益和管理效益 ,提高公共事业的服务质量 ,促进社会进步有重要意义。     

Hospital Marketing and Communications Via Social Media

Social media usage by health care organizations has increased dramatically. Findings from this research show that 95% of the top ranked hospitals use social media. The purpose of this study is to examine whether social media usage varies according to size of hospital and types of services provided. Since social media platforms appeal to different groups of people, this prompts the question of whether certain platforms are more appealing to people who partake in different health services. Findings reveal differences in social media usage depending on the services provided by a hospital.     

Cultural Values Driven Segmentation in Social Marketing

ABSTRACT

This article examines the role of cultural values in segmentation in social marketing, with a special focus on minority and immigrant groups. It offers a framework for values driven segmentation in social marketing. Since social marketing seeks to create behavior change, it needs to refocus on modalities that can bring about the desired behavioral change. Cultural values that distinguish and define cultural groups are perhaps the most critical, especially in multicultural environments. The values of various subcultures, their ethnic identities and cultural heritage have become important driving forces for social marketers in their quest to bring about behavioral change. Though the article focuses on social marketing to minority and immigrant subcultures, the values driven segmentation model can be validly applied to other cultural groups as well.     

CRM:企业营销管理的新策略

在激烈的市场竞争中,越来越多的企业开始通过实施客户关系管理(CRM)来赢得更多的客户并且提高客户的忠诚度。本文认为,客户关系管理(CRM)作为企业营销管理的新策略,其目的在于建立一个系统,使企业在客户服务、市场竞争、销售和支持等各方面形成全新的关系实体,为企业带来长久的竞争优势,一方面通过优质服务吸引和保持更多的客户;另一方面通过对企业业务流程的全面管理降低企业成本。CRM与ERP(企业资源规划)、SCM(供应链管理)一起,已成为现代企业提高竞争力的三大法宝。     

从交易营销到战略营销:营销理论范式的比较与创新

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。     

绿色营销、公益营销和社会营销的比较分析

绿色营销、公益营销和社会营销都是对传统营销观念的发展和修正,符合企业发展的基本规律。其中社会营销的内涵最为丰富,是和传统营销观念相对应的一种新的营销观念;绿色营销源于社会营销;公益营销是社会营销观念指导下的营销方式的创新;三种既有密切联系又各有侧重。不同的营销形式,在为企业营销行为提供新的选择的同时,也给企业提出了新的社会要求。一个理性的企业,在营销形式的选择上,应结合企业自身的具体情况,根据企业生产经营的发展阶段和企业所处的内外部特定环境,科学理性的选择有效的营销行为。     

Regulating consumption with bite: Building a contemporary framework for urban dog management

Australian urban animal management legislation prescribes the conditions for owning and living with dogs. UAM follows from the perceived need to provide community members access to public places without dog aggression or other nuisance behaviors. The literature reveals substantial positive aspects related to dog-keeping (e.g., health, happiness, companionship, the pet economy) that are ignored in the traditional approach to urban animal management. Indeed, a paradox exists with the current approach to UAM, as rules that inhibit dogs exercising and socializing likely contribute to dog-problem behaviors. To resolve this paradox, this article proposes an alternative paradigm for the management of dogs. The paradigm suggests initiating social marketing programs to better manage all of the issues involving urban animal management.     

Defining the Product in Social Marketing: An Analysis of Published Research

Social marketing, a discipline rooted in marketing principles, lacks consensus on the conceptual and operational definition of product. The purpose of this article was to explore how social marketing researchers have conceptualized the product and how this definition has influenced strategy development. A systematic review of 10 years of peer-reviewed literature resulted in 92 intervention-based articles. Nearly all studies focused on health-related behavior change. Few studies used marketing language and the three product level classification. One-third of studies provided a tangible product while communication was the only strategy in over half of the studies. The focus on behavior as the product and using communication as the primary or sole strategy may limit social marketing's effectiveness as the approach resembles other social change strategies. If social marketing research aims to advance its position as a social change strategy, a starting point should be to reexamine the definition of product.     

社会营销与关系营销的理论对比分析

本文通过对社会营销观念和关系营销观念的理论对比,找出两种营销观念在理论和观点上的联系与区别,并对两种观念在具体实践中的应用进行了分析,对企业树立科学发展观,追求社会与企业的可持续发展具有极其重要的现实意义。     

Relationship Marketing and Consumers: A Social Dilemmas Approach

In this article a Social Dilemmas approach is taken toward relationship marketing, and consumer and seller behavior. This approach offers several advantages. It explicitly takes into account the dilemma that results from the differences in interests between consumers and sellers, as well as their interdependency and tendency toward opportunistic behavior. It focuses simultaneously on the two parties in dynamic interaction. It therefore provides a more generic and encompassing perspective than the common consumer behavior perspective, or the one-sided emphasis in marketing on seller activities. In contrast to a non-marketing (or selling) orientation of sellers, both transaction and relationship marketing seek a cooperative win-win solution to the consumer-seller dilemma. This requiresboth parties to compromise and cooperate and refrain from non-cooperation. Cooperative and non-cooperative consumer and seller behaviors are described. In addition, the SD-approach suggests some factors that influence interactions, transactions and relationships between consumers and sellers and may stimulate cooperation in real-life commercial dilemma situations. Some implications for marketing and consumer behavior theory and research, and marketing practice are discussed.     

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Abstract

This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The researchers tried to develop and solve the problem of the gap between marketing innovativeness and marketing performance. The respondents of this study were 318. Some of them are leaders or owners of SMEs Muslim fashion in Central Java, Indonesia. Data was analyzed by using Structural Equation Modeling (SEM). The results of the study show that marketing innovativeness (MI) has no significant effect on marketing performance (MP), while market sensing capabilities (MSC) and Customer Relationship Management Capabilities (CRMC) have a significant effect on marketing performance. Likewise, marketing innovativeness, market sensing capabilities, and CRM capabilities have a significant effect on the religio-centric relational marketing strategy. Furthermore, religio-centric relational marketing strategy (RRMS) is able to mediate the relationship between marketing innovativeness and marketing performance.     

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract

In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.     

From Public Education to Social Marketing: The Evolution of the Canadian Heritage Anti-Racism Social Marketing Program

SUMMARY

Over recent years, whilst there has been increasing acceptance of the existence and role of marketing in the political arena, there has also been much discussion as to the applicability of its concepts and models. This paper focuses upon issues surrounding definition of the ‘product’ and the ‘marketing mix.’ It examines the varying definitions of the political ‘product’ and, from the perspective of elector as ‘consumer,’ offers its own. In addition it suggests that political marketers should follow the lead of their counterparts in the fields of service and social marketing and modify the marketing mix to suit the political environment in which they function. Finally, based upon existing definitions of the political ‘product’ and the criticisms of the current marketing mix frameworks, initial suggestions are made for the provision of a new political marketing mix.     

市场营销演进及营销管理变革综述

通过对国际300余篇权威学术文献的研究,根据企业、产品、客户三者内在逻辑关系的理论分析,透视和阐述了市场营销及营销管理随社会需求发展而演进的规律和21世纪变革的趋势,将市场营销和营销管理的演变过程概括为大众营销、目标营销和定制营销三个时代,同时总结和阐述了各时代营销管理的基本特征。